The Xbox strategy is changing A reader is frustrated with what he describes as Xbox’s defeatist attitude and what seems to be an increasing disinterest in selling consoles. The biggest problem Xbox faces right now is that the brand has lost its identity. This isn’t a trivial matter. Xbox has become the embodiment of Jason Bourne, who doesn’t know who the hell they are anymore. Xbox used to be mocked as the ‘shooter box’ but even that nickname is no longer applicable.
The claims of delivering ‘the largest technical leap in a generation’ better be true, for their own sake. Along with the much touted handheld living up to expectations. Customer confidence is at an all-time low for Xbox. Game Pass is unquestionably the best value in gaming, yet Microsoft are incapable of marketing it effectively. Instead, they launch an ad campaign that literally informs customers they don’t need to buy an Xbox.